How to effectively create and execute a content marketing strategy with limited resources

Lauren Attana1, Sarah Nisbet1

1eRSA, Adelaide, Australia, 


Place the workshop title and presenter information above.

To help conference organizers with scheduling, please answer the following questions:

Is this workshop half-day or full-day? Half day
Who is the primary presenter for the workshop? Lauren Attana
Does the workshop include a hands-on component? Yes
Are there any constraints on the number of attendees? 10
Are there any special seating or table requirements (e.g. for breakouts, teams)? U Shape
Are there any technical requirements beyond AV and access to wireless network? Powerpoints for laptop chargers


Please provide a brief description of the workshop – up to 300 words.

This workshop aims to demonstrate practical solutions on how to implement a simple, low cost, effective marketing strategy, with emphasis on the value of using content marketing. Attendees of this workshop will come away with a strong understanding in the value of content marketing, immediately actionable content, and a marketing plan that will help shape their marketing activities for the future.

Please provide an outline of the workshop content using the following format.


What is content marketing? What makes it such an effective tactic in the eResearch space? This session gives insight into how you can utilise content marketing to expand the reach and awareness of your organisation, service or tool.

10 minutes

Build it right and… it’s highly likely they will read it You are the expert in your organisation – or at least you know a great deal more about it than those who you want to see and use your services and tool. This means all your content you can create, and the only cost is your time. Given that that time is precious, in this session you will learn how to and actually create useable content for your institution, and how to reuse and recycle it!

45 minutes

Create a simple Content Marketing Plan The best thing you should do is build a content marketing plan. It does not have to be elaborate, just clear and concise. During this session, we will build a simple content marketing plan tailored to your institution.

60 minutes

Closing Session Opportunity to ask additional questions.

10 minutes


Please describe the types of people who will benefit from attending the workshop.

Librarians and ITS staff who want to actively market and promote their tools and services and raise their profile however are often restricted by limited budgets and resources and lack marketing capability or resources.


For example, do attendees need to bring a laptop or install any special software? Do they need to have particular skills or knowledge?

BYO Laptop & Charger


Submit all extended abstracts as a Word document via the online portal. To submit your presentation please go to:

COST: Note that attendees will be charged a standard fee for every Workshop (based on duration), to cover costs of venue, refreshments, etc. Please indicate if there are any other costs that attendees will need to meet, or if you wish to subsidise this fee.



Lauren Attana is the Marketing and Communications Officer at eRSA. She regularly works with researchers and commercial users as well as with a national network of cross functional institutions, departments and organisations.

Lauren has a Bachelor of Public Relations from the University of South Australia where she majored in Marketing. Previously from a financial planning background, she has extensive experience in implementing and overseeing internal and external marketing and communications programs.

At eRSA, she is heavily involved in projects relating to digital marketing, social media and internal communications.

Working within the Marketing team, she regularly assists with the delivery of creative and innovative marketing and communication solutions for local and national projects for eRSA, Nectar and various other institutions.


About the conference

eResearch Australasia provides opportunities for delegates to engage, connect, and share their ideas and exemplars concerning new information centric research capabilities, and how information and communication technologies help researchers to collaborate, collect, manage, share, process, analyse, store, find, understand and re-use information.

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